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"We feel that it really speaks to our fans, not only reinforcing the emotional connection so many people have to the brand, but celebrating the remarkable stories that so many of our owners have," said Volkswagen brand marketing manager Lynne Piette.

Lynne Piette, manager of brand marketing for Volkswagen Canada, says the campaign promoting the redesigned family of Beetles is targeting adults 25 to 45, with more of a male skew than before the redesign.She adds this is because the new design is more aggressive, lower the ground and has the ability to choose different engines than prior models.

"Volkswagen's Think Blue initiative was started for this very reason," says Lynne Piette, Manager, Brand Marketing at Volkswagen Canada. "The more Canadians aware of the little things that help reduce fuel consumption, the better."

It is not so much about a single car, although this Beetle is remarkable, it is more about how one car connects so many different people and their experiences, proving itself as The People's Car," says Volkswagen Brand Marketing manager, Lynne Piette.